Louis is a designer and creative director, specialising in conceptual and strategically driven storytelling for some of the world’s favourite brands including Nike, Youtube
and Peloton.
He has worked for over a decade across brand and agency teams, crafting ideas amongst ever evolving technology and consumer behaviours.
Services
Creative direction
Art direction
Design direction
Design (Brand, Web + Product)
Strategy + research
AI production
Consultancy
CLIENTS / BRAND
Nike
Peloton
Youtube
Sony Playstation
adidas
Footlocker
lululemon
Bulk
Farfetch
(…)
CLIENTS / AGENCY
La Familia
AKQA
Pentland Brands
Design Studio NY
Stereo
R/GA
Futurimpose
(…)
about
Born in the 90s, Louis is a millennial that lived an irl experience before social media but embraced emerging tech through curiosity as it landed. The same things he's doing now, being a student of life.
From 2013, Louis began his career honing his relationship with brand design, art direction and product with fashion-tech unicorn, Farfetch.
In this time, he also interned with Sony Playstation and began to freelance with legacy brands in Speedo and Lacoste across global integrated brand projects and campaigns.
From 2017-2021, he connected with his love of sport to build on his knowledge of brand storytelling and the demands of being a hybrid creative from his time at Nike.
He spent most of this time in the Netherlands at Nike EMEA before moving back to London to work with Nike agency studios. Notably working across the content evolution of the Nike app, Nike SNKRS app, and digital-first brand campaigns including the first Jordan x PSG collab.
From there, Louis went freelance and continued his work with Peloton, lululemon and sports nutrition brand, Bulk where he helped to lead the visual transformation of the brand with athletes Anthony Joshua and Katrina Johnson-Thompson.
At Peloton and lululemon, he focused on how the worlds of sport and tech coexist with the visual development of projects for lululemon Mirror and Peloton Tread + Bike.
Before working with Logitech to humanise product and bring new innovations to market.
Late 2025, he started louw.studio© to continue working with global brands in a freelance and fractional capacity but also to provide a focused service for founders, builders and entrepreneurs with independent creative direction.
enquiries
If you would like more information about the practice or want to discuss a project or an idea, please get in touch.
hello@louw.studio
services: make it real
VIEW IN FIGMA
CONCEPT
ON running series
CONCEPT
Sankofa
VIEW IN FIGMA
CONCEPT
Tennis sidequest
VIEW IN FIGMA
VIEW IN FIGMA
CONCEPT
Peloton AUS launch
VIEW IN FIGMA
CONCEPT
Peloton AUS experience
VIEW IN FIGMA
CONCEPT
adidas original lens
M̐̈a̐̈k̐̈e̐̈ ̐̈i̐̈t̐̈ ̐̈r̐̈e̐̈a̐̈l̐ is an ideas accelerator.
A creative direction service dedicated to founders, builders and entrepreneurs.
For moments when there’s ambition and momentum but not yet enough direction to confidently brief or build.
And when ideas exist as fragments, instincts, or loose conversations, M̐̈a̐̈k̐̈e̐̈ ̐̈i̐̈t̐̈ ̐̈r̐̈e̐̈a̐̈l̐ creates the conditions to see them clearly.
how it works
The work is high level and conceptual by design. Not to stay theoretical but to move quickly toward something real enough to react to, test, and align around.
(1) Strategy + research
(2) Creative direction
(3) Idea visualisation
(4) Realistic roadmap
What you get
Packaged instinctual creative direction and clear steps to build your idea and M̐̈a̐̈k̐̈e̐̈ ̐̈i̐̈t̐̈ ̐̈r̐̈e̐̈a̐̈l̐.
access
Explore the M̐̈a̐̈k̐̈e̐̈ ̐̈i̐̈t̐̈ ̐̈r̐̈e̐̈a̐̈l̐ concepts, shared above as reference and inspiration.
Enter to unlock password.
services: office hours
Office Hours are a focused one-hour session designed to help unblock a specific question, decision, or creative problem.
great for
Consulting, brainstorming and ideation on one area
Reviewing decks, work or concepts with feedback
Insight on talent to work with or how to find them
Insight on how to build with AI or even which platforms/LLM to use
Working through a project plan with steps and resources
services: freelance + fractional
client
Peloton
agency
In-house
scope
Visual identity
Brand campaign
credits
Film: Tom Cockram, Shaun James Grant.
Photo: Tom Cockram, Becca Naen.
(Full credits available) (…)
client
Footlocker
agency
AKQA Amsterdam
project
Footlocker FLX membership;
Reimagining membership for a new generation of sneakerheads.
scope
Visual identity
services
Strategy
Art direction
Design direction
Design
credits
Creative direction: Grace O'Brien, Sam Rowlands.
Strategy: Viet Raider-Hoàng, Michelle Kee.
(Full credits available) (…)
client
Logitech
agency
In-house
project
Logitech MX Creative Console;
Introducing Logitech's latest innovation to market.
scope
Brand design
Brand campaign
services
Strategy
Creative direction
Art direction
Design direction
Design
credits
Creative direction: Paul Sethi, Cathy Hutton
Production: Buck
(Full credits available) (…)
client
Bulk
agency
La Familia
project
Bulk: This is nutrition;
Repositioning the leaders in sports nutrition.
scope
Visual identity
Brand campaign
services
Creative direction
Art direction
Design direction
Design
credits
Film: Pablo Rivera, Santiago Arbelaez.
Photo: by Ollie Adegboye, Armando Ferrari, Moeez Ali.
(Full credits available) (…)
client
Nike
agency
Stereo
scope
Visual identity
Brand campaign
services
Strategy
Art direction
Design direction
Design
credits
Creative direction: Nike EMEA
Photo: Meinke Klein, Lauren Maccabee
(Full credits available) (…)
client
adidas
agency
La Familia
project
adidas SHPTLKS series;
Taking the renowned cultural series online for three episodes, at launch for the new adidas Confirmed app.
scope
Visual identity
Brand series
services
Creative direction
Art direction
Design direction
Design
credits
Creative direction: Pablo Rivera, Santiago Arbelaez
Animation: Thomas Porras and Tom McCarten
(Full credits available) (…)
enquiries
If you would like more information about the practice or want to discuss a project or an idea, please get in touch.
hello@louw.studio
